Consumer Behavior
Smartphone top choice for product discovery but click-to-buy not too popular yet
April 29, 2021
Consumers are using the smartphone when it comes to discovering new online products, but they don't yet have the confidence to click to buy that they have in-store, according to recent research. Over half, 54%, of shoppers enjoy virtual window shopping more than in-store browsing.
Those are top findings from Bazaarvoice research, which provides product review and user-generated solutions.
The data, according to a press release, revealed 64% of consumer find it easier to browse online, compared to in-store, and 54% said it is more enjoyable.
The research polled more than 9,000 consumers worldwide.
"The last year has changed retail as we know it, catapulting e-commerce adoption years ahead of what we expected it to be right now," Suzin Wold, SVP Marketing at Bazaarvoice, said in the release "With all of these new online shoppers, brands and retailers have been forced to quickly improve their digital offerings to make the process of shopping online not only easier and more convenient, but also more enjoyable, to help replace the in-store experience. Unfortunately, online shoppers who discover a great product are still more likely to simply research the item, rather than purchase it spontaneously.
"To help bridge this gap between browsing and buying, brands and retailers need to continuously collect and display user-generated content UGC such as text based ratings and reviews, and customer photos and videos on their websites and social channels. UGC helps brands build trust with consumers so shoppers can confidently make the decision to purchase a product online without having to see it in person first."
